Skims to enter India with Reliance partnership, tapping growing shapewear market
Skims, the shapewear and apparel brand co-founded by Kim Kardashian and Jens Grede, is set to make its debut in India through an exclusive partnership with Reliance Brands. The first stores are planned for Mumbai and Delhi, with a phased expansion to other cities and digital channels. The announcement, made on August 5, marks Skims' latest step in its international growth, following openings in London and Dubai, with Hong Kong and Seoul also on the roadmap.
Since its founding in 2019, Skims has grown from a shapewear-focused label into a broader lifestyle brand, adding loungewear, menswear, swimwear and activewear. In November 2025, the company raised $225 million at a valuation of $5 billion, with projected net sales of over $1 billion for 2025, according to company statements. For a six-year-old apparel company, this represents a notable commercial trajectory.
Kim Kardashian said in the announcement, "The excitement we've seen from our community in India has been truly incredible." Isha Ambani, director of Reliance Retail Ventures, noted that Skims has "changed how the world thinks about shape, comfort and inclusivity" and that the brand speaks to Indian consumers seeking fashion that is "aspirational and made for them."
The entry of Skims comes as India's shapewear market is projected to reach $202.6 million by 2033, according to Grand View Research. Industry observers say the market is evolving beyond traditional wedding-related purchases. Pankhuri Harikrishnan, founder of Delhi-based communication agency Fetch Consulting, said, "I do not think weddings largely drive the market." She pointed to a shift towards daily occasions, events and launches where consumers want to look and feel their best.
Mumbai-based luxury brand advisor Anjali Gaekwar, co-founder of Lighthouse, described a broader premiumisation of the category. "The premium consumer isn't buying a foundational garment anymore; she's buying an invisible layer of craftsmanship," she said. The opportunity lies in everyday shapewear that can be worn discreetly under tailoring, knitwear, saris and kurtas, she added.
Local brands have been building the market with a focus on fit for Indian body types. Kamakshi Agarwala, founder and CEO of Butt-Chique, started her company in 2020 after struggling to find shapewear for her own plus-size body. She said international sizing did not adequately account for proportions common among Indian women. Butt-Chique developed its own size chart through repeated fittings and testing. "Even the lightest shade is not your Indian lightest shade," she noted.
Newer entrants are also making their mark. Underneat, a shapewear and intimates brand founded by content creator Kusha Kapila and Vimarsh Razdan in 2025, was built around products designed for Indian consumers. The brand's emergence reflects how quickly the market is developing.
With Skims entering via Reliance's wide retail network, the brand will compete with both established domestic players and new startups. The key challenge will be convincing Indian consumers that shapewear is a wardrobe essential worth paying a premium for. Reliance's retail experience and Skims' global appeal may give it an advantage, but the market's growth depends on how well the brand adapts to local needs.
The partnership is expected to strengthen Reliance Brands' portfolio of international labels and give Skims access to one of the world's largest consumer markets. As India's shapewear market expands, the success of Skims will likely hinge on its ability to balance global branding with local relevance.
